Recently, in order to be able to reduce the number of tools used in our agency, we switched to ClickUp. It’s been a couple of months and so far we are really satisfied! We use ClickUp for our project management, for our time tracker and even for internal documentation. I then asked myself if it was possible to integrate a customer relationship manager. After reading the title of this article, you’ve probably figured out by now that this is possible.
I’ll explain to you why you should use a customer relationship manager, also known as a CRM, and how you can build a very simple one in ClickUp. The CRM we will build is perfect if it’s your first time using a CRM or if you have used a CRM in the past, but you had the impression of using only a few options.
Why you should have a CRM for your business
A CRM can be really useful for your business. It allows you to keep track of your deals, to study them and optimize your marketing strategies.
By placing your leads in your CRM, it will allow you to never forget a client again (it happens to the best of us…). You won’t forget your leads, but even more, you won’t forget at what stage they are in your process of sales. Do you have to send the proposal or you’re waiting for feedback from a client? Do you have to set up an appointment with a client or they told you they’d get back to you next week? All of these questions will no longer haunt you.
By collecting data on your leads, you’ll be able to optimize your marketing efforts. With reports and dashboards, you should be able to answer questions like:
- Where do my leads come from?
- What type of business reaches me?
- What budget do my leads generally have?
- Why do I lose leads?
With those answers in hand, you will be able to adapt your marketing strategies accordingly. If you find that you close most of your deals when the budget is between 10k$ and 15k$, maybe you’ll consider pushing those deals, instead of always going for the big fish. If you lose most of your deals because your client prefers the portfolio of another agency, maybe you’ll work harder on yours.
How to build your CRM in ClickUp
Now, I’ll show you how I built my agency’s CRM directly in ClickUp.
1. Track your deals by setting up your hub
First things first, you have to create a new list. You can put it in a new space or an old one, it doesn’t matter. I called mine “CRM”.
Then, you have to edit the statuses of this list. Right-click on your list and click on “Edit list statuses”. From there, I’ll show you what I used, but you can configure it with your sales flow. Note that we are a digital agency, we do websites and SEO. Maybe your sales flow is completely different from us, but you should still be able to adapt it to your needs. In the “Active statuses”, I put “Prospect”, “First contact”, “Proposal” and “Waiting for client”. Then, in “Done statuses”, I put “Closed [Lost]” and in “Closed status”, “Closed [Won]”. Here’s what it gives you visually:
Afterward, you may want to edit your view. Personally, I prefer to view my hub with a “board” view, which allows me to see it as a timeline. I set it as my default view.
2. Study your deals by setting your marketing fields
This part is essential since it will allow you to collect data. As you already may know, data is a key element, especially here.
First of all, you should track basic information when you create a task. For example, the business name (which is what I used for the task name), the due date (e.g., you need to send the proposal before the end of the week) or the assignee, in case you have many people working with the CRM.
Then, the exciting part, you should add custom fields, where you’ll save golden data to make reports and analysis later. Here’s the custom fields I’ve set.
1. The source of the lead
Lead source is one of the most important data you can have for your business. It allows you to keep track of where people hear about you, and more specifically, where they decide to connect with your business. It is very important to get the source of the lead, ideally in every case. It’s quite easy to automate this part. For example, you can add a field in your contact form on your website, asking, “Where did you hear about us?”
In ClickUp, I created a “Drop-down” field with the following possibilities:
- Organic (e.g., SEO)
- Social media
- Public relation (e.g., trade show, conference)
- Reference > client
- Reference > family/friend
- Reference > business partner
- Actual client
2. Contact information
It’s nice to know the name of the business, but it’s also very important to know with whom you’re talking. I kept it really simple and I only saved the contact’s name and their role. Their role is very important since you may not approach a business owner the same way you approach a marketing coordinator. If you realize that 90% of your prospects are business owners, you may want to adapt your message to them.
In ClickUp, I created a “Drop-down” field with the following possibilities:
- Communication/marketing director
- Communication/marketing coordinator
3. Estimated budget
This metric will help you know what your average budget’s lead, but also to know how much you have in your sales funnel. If you have 900k$ in your funnel and that you close 50% of your leads, you may expect to have around 450k$ soon enough.
In ClickUp, I created a “Money” field.
Why do people contact you? Do they want a website? SEO? SEM? If they want a website, do they want an informational website or an eCommerce website?
In ClickUp, I created a “Labels” field, which is like a drop-down but it allows multiple selections, with the following possibilities:
- Showcase website
- Informational website
- eCommerce website
- Special website
5. The initial estimated chance of winning
That is not the most important field, but I like to know if my initial prediction about a lead is right. When I take a global look at all my leads, I can adapt to the number of deals that I predicted would close or if they are mostly unsuccessful.
In ClickUp, I created a “Rating” field with a scale of 5 stars.
6. Loss reason
Finally, maybe the most important field you have to know, the reason for your loss. Why did a client choose your competitor instead of you? Was he cheaper? Did he have more experience? Were your deadlines too long? Did you mess up your pitch? Knowing the answer will help you improve your sales. If you notice you always lose clients because of your poor portfolio, you may want to start improving it.
In ClickUp, I created a “Labels” field, with the following possibilities:
And there’s more
I just listed the fields that we use, but you may find other fields that would be interesting for you. Here’s a list you may want to add:
- Lead owner (may be useful if you’re more than one to manage the sales)
3. Analyze your data by creating your Dashboard
A nice feature in ClickUp is the Dashboard, which allows you to create high-level views of everything going on in your hub. ClickUp gives you multiple widgets that you can use the way you want.
I won’t explain to you how to build the best Dashboard since it depends on a lot of factors, but here’s what mine looks like:
Every couple of days, I take a look at my CRM’s dashboard just to be sure everything is on track. When I can, I try to get insight from it.
Create yours, fill it with data during the next couple weeks, analyze everything with your dashboard and let me know if it helps you and if you’ve found a way to improve it! Since ClickUp’s Dashboard functionality is still young (it’s even still in beta), it will surely get stronger, so I want to hear how you push your ClickUp CRM to the next level.
Author: Jean-François Sauriol President and artistic director of TREIZE, the company he set up at the age of 16, Jean-François Sauriol has made his name into the Web in Canada by working with clients such as Mazda, Rodeo FX, Omnicom Media Group and many others. TREIZE is distinguished by its innovative approach and its expertise in SEO.